Customer Intelligence & Audience Activation Lead

General Motors of Canada; Oshawa; Hybrid; CAD 90,000 - 130,000; Full time

Job summary

General Motors of Canada is seeking a Customer Intelligence & Audience Activation Lead to drive personalized marketing strategies through audience analysis and activation. The role demands a blend of technical and marketing expertise to transform insights into impactful marketing outcomes. As part of a hybrid work model, the candidate will engage closely with various teams to enhance customer experience and engagement.

Benefits

Paid time off and holidays

Healthcare and wellness benefits

Life insurance coverage

Company contributions to a pension plan

GM Vehicle Purchase Plan

Qualifications

• 4+ years experience in marketing and audience segmentation.
• Proficiency in Adobe Analytics and data-driven targeting.
• Strong analytical skills and excellent communication skills.

Responsibilities

• Design and activate targeted audiences for marketing.
• Manage audience measurement and optimization strategies.
• Conduct customer journey analysis using advanced marketing tools.

Skills

Analytical Skills

Data-Driven Targeting

Problem-Solving

Communication Skills

Education

Bachelor’s degree in Marketing, Business, Data Science, Computer Science, or related field

Tools

Adobe Analytics

SQL

PowerBI

Google Tag Manager

Adobe CDP

Job description

Job Description

This role is categorized as hybrid. The successful candidate is expected to report to the Oshawa or Markham Elevation Centre at least three times per week.

GM Canada’s Marketing Technology team is seeking a data-driven marketing leader with expertise in customer journey analysis, audience creation, and omnichannel marketing activation. This role is pivotal in transforming customer insights into measurable marketing outcomes that drive business impact.

As the Customer Intelligence & Audience Activation Lead, you will be responsible for designing, building, and activating targeted audiences across GM Canada’s marketing organization. You will enable personalized and scalable engagement strategies, ensuring audiences are leveraged across channels. This role will also manage the implementation and auditing of our tracking framework to ensure strategies are measurable, optimized, and aligned with business goals.

This role acts as the bridge between data, marketing, product, and media, playing a critical role in transforming GM’s data into actionable, personalized audiences and experiences. Success requires a blend of technical skills, marketing knowledge, and cross-functional collaboration.

Duties and Responsibilities:

Audience Analysis and Activation

• Partner with brand and business teams to define, develop, and operationalize audience segmentation aligned with marketing goals.
• Lead audience design and activation across platforms (e.g., CDPs, DSPs) for personalized, multi-channel journeys (email, paid media, social, web, etc.).
• Conduct cross-functional customer journey and behavioral analysis using tools like Adobe’s Customer Journey Analytics, CDP, or Adobe Analytics to identify high-value segments and optimization points.
• Utilize GM’s audience segmentation and analysis tools (e.g., Databricks, Adobe’s CDP, Customer Journey Analytics) to create innovative segmentation strategies using GM’s data.
• Manage audience creation, activation, and measurement to ensure accuracy and scalability.
• Use analysis results to inform content, campaign, and channel strategies.
• Drive best practices and innovation in audience management using analytics, testing, and automation tools like Adobe Ai Assistant.
• Assist in identifying and integrating new data sources within Adobe’s CDP for better audiences.

Tagging & Implementation

• Manage site and media tracking technologies, ensuring compliance and effective communication with teams.
• Ensure tagging aligns with KPIs and analytics requirements.
• Audit tag health and data quality, troubleshooting gaps.

High Value Behavior (HVB)

• Manage HVB tracking, analyze trends, and communicate insights to stakeholders.
• Support ad hoc requests for HVB results and insights.
• Stay updated on U.S. methodologies to evaluate and implement relevant changes for Canada.

Qualifications and Skills:

• 4+ years of experience in marketing, audience segmentation, data-driven targeting, and strategy.
• Bachelor’s degree in Marketing, Business, Data Science, Computer Science, or related field.
• Knowledge of marketing technology and data ecosystems, including GM’s data integration and segmentation tools.
• Experience with customer segmentation platforms (e.g., Adobe Real-Time CDP) and activation platforms (e.g., DV360, Meta, Amazon, The Trade Desk).
• Strong analytical skills with proficiency in Adobe Analytics, Customer Journey Analytics, PowerBI, SQL, or similar tools. Certifications are a plus.
• Knowledge of tag management platforms like Google Tag Manager or Adobe Launch.
• Creative problem-solving and project leadership skills.
• Experience using data and analytics to inform marketing decisions.
• Excellent communication skills, both written and oral.
• Understanding of data governance.

Benefits:

The GM total rewards program supports your health and well-being, including:

• Paid time off, holidays, and benefits for parental and adoption leave.
• Healthcare, dental, vision, and wellness benefits.
• Life insurance coverage.
• Company contributions to a pension plan.
• GM Vehicle Purchase Plan.

Note: GM does not sponsor immigration-related work permits for this role. Do not apply if you require sponsorship now or in the future.

About GM

Our vision is Zero Crashes, Zero Emissions, and Zero Congestion, leading change for a better, safer, and equitable world.

Why Join Us

We believe in making a positive impact through our words, deeds, and culture. We foster a sense of belonging and inclusion for all employees.

Non-Discrimination and Equal Opportunity

GM is committed to an inclusive workplace free of discrimination. We encourage all qualified candidates to apply. Recruitment may include assessments or screening. Learn more at How we Hire.

Accommodations

GM offers accommodations for individuals with disabilities. Contact us via email or phone with your needs, including the job title and requisition number.